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The Pepsi Man Is Coming to Save Samsung From Boring Design

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The Pepsi Man Is Coming to Save Samsung From Boring Design


Samsung has one of the biggest product line ups of any tech brand, yet when it comes to design, it’s consistently seen as an “also-ran.” While other companies have forged distinctive and instantly recognizable design languages, such as Nothing, Samsung has found itself behind in the style stakes. When you’ve got Apple as one of your biggest competitors, that’s not a great position to be in.

That’s not to say there haven’t been improvements in the last decade, and the occasional flashes of promise—most notable in its collaborations with external designers, like the Bouroullec brothers, who fashioned the Serif TV for the South Korean company. But that hasn’t stopped complaints of boring and unoriginal design, both internally and externally, and an inertia when it has led, leaving other companies to close the gap.

Being defined by performance over personality has hardly done Samsung’s bottom line any harm—it recently regained its lead from Apple in global smartphone market share and has been the global leader in TVs for almost two decades. But, in 2025, it looks there’s finally a clear desire from Samsung to bridge the gap between form and function, by giving design the focus it’s been lacking for far too long at the company.

Back in April, Samsung hired Mauro Porcini, its first ever chief design officer. Porcini has spent more than 20 years building award-winning design teams at 3M and PepsiCo, most recently leading a successful global rebrand for Pepsi—the company’s first in 14 years.

For a company as big as Samsung, this hire feels late. Apple created the same position for Jony Ive a decade ago, around the same time it was reported that innovation at Samsung was being stifled beneath layers of management. With those structural issues supposedly unpicked, Samsung now has work to do—something Porcini is keen to acknowledge.

Late to the Party

“We are in a moment of change, where the way people interact with any kind of machine or electronic device is going to be radically different in the coming years,” Porcini tells me. “These machines will change the way people live, work, and connect with each other—the way people fulfil their needs. For a company like Samsung, having design at the top, involved in the way you define the future of the portfolio based on those needs—it’s more important than ever.”

The march of AI is, of course, a helpful hook upon which to tie this long overdue move, but Yves Béhar, the founder and principal designer at Fuseproject who worked with Samsung on The Frame TV, tells me this has been years in the making, and something Samsung had initially looked externally to help put the wheels in motion.

“When we started working with Samsung on The Frame [released in January 2017], the CEO at the time, HS Kim, came to us and said—look, we want to transform ourselves from a consumer technology company, into an experience business,” says Béhar. “So we helped them set some principles around that, and worked on getting that message out into the business—of what it means to think about experience versus tech. This is exactly what we did with The Frame TV.”



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Onnit’s Instant Melatonin Spray Is the Easiest Part of My Nightly Routine

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Onnit’s Instant Melatonin Spray Is the Easiest Part of My Nightly Routine


I’ve always approached taking melatonin supplements with skepticism. They seem to help every once in a while, but your brain is already making melatonin. Beyond that, I am not a fan of the sickly-sweet tablets, gummies, and other forms of melatonin I’ve come across. No one wants a bad taste in their mouth when they’re supposed to be drifting off to sleep.

This is where Onnit’s Instant Melatonin Spray comes in. Fellow WIRED reviewer Molly Higgins first gave it a go, and reported back favorably. This spray comes in two flavors, lavender and mint, and is sweetened with stevia. While I wouldn’t consider it a gourmet taste, I appreciate that it leans more into herbal components known for sleep and relaxation.

  • Photograph: Molly Higgins

Onnit

Instant Melatonin Mist

Keep in mind that melatonin is meant to be a sleep aid, not a cure-all. That being said, one serving of this spray has 3 milligrams of melatonin, which takes about six pumps to dispense. While 3 milligrams may not seem like a lot to really kickstart your circadian rhythm, it’s actually the ideal dosage to get your brain’s wind-down process kicked off. Some people can do more (but don’t go over 10 milligrams!), some less, but based on what experts have relayed to me, this is the preferable amount.

A couple of reminders for any supplement: consult your doctor if and when you want to incorporate anything, melatonin included, into your nighttime regimen. Your healthcare provider can help confirm that you’re not on any medications where adding a sleep aid or supplement wouldn’t feel as effective. Onnit’s Instant Melatonin Spray is International Genetically Modified Organism Evaluation and Notification certified (IGEN) to verify that it uses truly non-GMO ingredients.

Apart from that, there may be some trial and error on the ideal amount for you, and how much time it takes to kick in. Some may feel the melatonin sooner than others. For my colleague Molly, it took about an hour. Melatonin can’t do all the heavy lifting, so make sure you’re ready to go to bed when you take it, and that your sleep space is set up for sleep success, down to your mattress, sheets, and pillows.



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I Tested Bosch’s New Vacuum Against Shark and Dyson. It Didn’t Beat Them

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I Tested Bosch’s New Vacuum Against Shark and Dyson. It Didn’t Beat Them


There’s a lever on the back for this compression mechanism that you manually press down and a separate button to open the dustbin at the bottom. You can use the compression lever when it’s both closed and open. It did help compress the hair and dust while I was vacuuming, helping me see if I had really filled the bin, though at a certain point it doesn’t compress much more. It was helpful to push debris out if needed too, versus the times I’ve had to stick my hand in both the Dyson and Shark to get the stuck hair and dust out. Dyson has this same feature on the Piston Animal V16, which is due out this year, so I’ll be curious to see which mechanism is better engineered.

Bendable Winner: Shark

Photograph: Nena Farrell

If you’re looking for a vacuum that can bend to reach under furniture, I prefer the Shark to the Bosch. Both have a similar mechanism and feel, but the Bosch tended to push debris around when I was using it with an active bend, while the Shark managed to vacuum up debris I couldn’t get with the Bosch without lifting it and placing it on top of that particular debris (in this case, rogue cat kibble).

Accessory Winner: Dyson

Dyson pulls ahead because the Dyson Gen5 Detect comes with three attachments and two heads. You’ll get a Motorbar head, a Fluffy Optic head, a hair tool, a combination tool, and a dusting and crevice tool that’s actually built into the stick tube. I love that it’s built into the vacuum so that it’s one less separate attachment to carry around, and it makes me more likely to use it.

But Bosch does well in this area, too. You’ll get an upholstery nozzle, a furniture brush, and a crevice nozzle. It’s one more attachment than you’ll get with Shark, and Bosch also includes a wall mount that you can wire the charging cord into for storage and charging, and you can mount two attachments on it. But I will say, I like that Shark includes a simple tote bag to store the attachments in. The rest of my attachments are in plastic bags for each vacuum, and keeping track of attachments is the most annoying part of a cordless vacuum.

Build Winner: Tie

Image may contain Appliance Device Electrical Device Vacuum Cleaner Mace Club and Weapon

Photograph: Nena Farrell

All three of these vacuums have a good build quality, but each one feels like it focuses on something different. Bosch feels the lightest of the three and stands up the easiest on its own, but all three do need something to lean against to stay upright. The Dyson is the worst at this; it also needs a ledge or table wedged under the canister, or it’ll roll forward and tip over. The Bosch has a sleek black look and a colorful LED screen that will show you a picture of carpet or hardwood depending on what mode it’s vacuuming in. The vacuum head itself feels like the lightest plastic of the bunch, though.



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Right-Wing Gun Enthusiasts and Extremists Are Working Overtime to Justify Alex Pretti’s Killing

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Right-Wing Gun Enthusiasts and Extremists Are Working Overtime to Justify Alex Pretti’s Killing


Brandon Herrera, a prominent gun influencer with over 4 million followers on YouTube, said in a video posted this week that while it was unfortunate that Pretti died, ultimately the fault was his own.

“Pretti didn’t deserve to die, but it also wasn’t just a baseless execution,” Herrera said, adding without evidence that Pretti’s purpose was to disrupt ICE operations. “If you’re interfering with arrests and things like that, that’s a crime. If you get in the fucking officer’s way, that will probably be escalated to physical force, whether it’s arresting you or just getting you the fuck out of the way, which then can lead to a tussle, which, if you’re armed, can lead to a fatal shooting.” He described the situation as “lawful but awful.”

Herrera was joined in the video by former police officer and fellow gun influencer Cody Garrett, known online as Donut Operator.

Both men took the opportunity to deride immigrants, with Herrera saying “every news outlet is going to jump onto this because it’s current thing and they’re going to ignore the 12 drunk drivers who killed you know, American citizens yesterday that were all illegals or H-1Bs or whatever.”

Herrera also referenced his “friend” Kyle Rittenhouse, who has become central to much of the debate about the shooting.

On August 25, 2020, Rittenhouse, who was 17 at the time, traveled from his home in Illinois to a protest in Kenosha, Wisconsin, brandishing an AR-15-style rifle, claiming he was there to protect local businesses. He killed two people and shot another in the arm that night.

Critics of ICE’s actions in Minneapolis quickly highlighted what they saw as the hypocrisy of the right’s defense of Rittenhouse and attacks on Pretti.

“Kyle Rittenhouse was a conservative hero for walking into a protest actually brandishing a weapon, but this guy who had a legal permit to carry and already had had his gun removed is to some people an instigator, when he was actually going to help a woman,” Jessica Tarlov, a Democratic strategist, said on Fox News this week.

Rittenhouse also waded into the debate, writing on X: “The correct way to approach law enforcement when armed,” above a picture of himself with his hands up in front of police after he killed two people. He added in another post that “ICE messed up.”

The claim that Pretti was to blame was repeated in private Facebook groups run by armed militias, according to data shared with WIRED by the Tech Transparency Project, as well as on extremist Telegram channels.

“I’m sorry for him and his family,” one member of a Facebook group called American Patriots wrote. “My question though, why did he go to these riots armed with a gun and extra magazines if he wasn’t planning on using them?”

Some extremist groups, such as the far-right Boogaloo movement, have been highly critical of the administration’s comments on being armed at a protest.

“To the ‘dont bring a gun to a protest’ crowd, fuck you,” one member of a private Boogaloo group wrote on Facebook this week. “To the fucking turn coats thinking disarming is the answer and dont think it would happen to you as well, fuck you. To the federal government who I’ve watched murder citizens just for saying no to them, fuck you. Shall not be infringed.”



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